The market is bucking the trend with mixed flavors, HPP, cold-press beverages, and premium juices that are otherwise declining in the juice market, reports Canadean.

Some of the conventional flavors like apple juice and orange juice have witnessed sales fall in the past. The fall was by half a billion litres in 2013-2014 worldwide. The global sales now fall in the bracket of below 12 bn litres as compared to the 13.5 bn litres in 2009.

The entire juice category reduced by 2% in the forecast period 2011 – 2014. The exotic flavor combinations, vegetable juices, blood orange and passionfruit; however grew by popularity. The mixed flavors market increased at a CAGR of 2% between 2011 and 2014.

This rate equates the volume increase noticed in three years to be 100m litres. The report analyzes that mixed flavors will consume a lion’s share of 10% of the worldwide juice category by the end of 2015.

The main countries to lead this growth are India and China. The way for flavor mix in Asia is expected to rise due to the disposable incomes. Flavor mixes have risen by almost 40m litres in the Asia Pacific from a total of 81m litres in 2014. The mixed flavor category is expected to rise further to 14% in 2015.

However, in North America and Europe very few consumers are choosing the conventional breakfast with apple and orange juice. More are concerned about the sugar content of the beverage in them. Mixed flavor beverages are a way juice manufacturers can reclaim volumes. In North America the category increased by 8% and in Europe it was 1%.

HPP uses pressure and cold temperature to deactivate the bacteria in the beverages. This is also effective on products after being packaged and sealed. The process has triumphed in the market as one that knows the value of retaining the nutrients that are lost otherwise in industrial processing.